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| Babies and tires |
The Michelin tire company has been using its adorable baby image for several years now, accompanied by the slogan “There’s a lot riding on your tires.”
Back in the 1920s, the Fisk Tire Company of Massachusetts was already using a protective parent image, but not a human one: one of the company’s ads showed a fierce-looking mother cat frightening a dog away from her basket of wide-eyed kittens.
Interestingly, on the wall behind the kitten basket is a pre-Michelin image of a tot holding a tire, with the slogan “Time to Re-tire—get a Fisk.” We can assume that tire buyers were expected to connect new tires with the parental protectiveness of the mother cat.
